How To Obtain The Sales Mindset

By Jennifer Fletcher, 21 Jan 21:27

Sell Online:
… or How-To become a master in the art of selling in 28 not so easy steps.

Sell Online ... Sales and The Sales Mindset ... this subject could fill a book, in fact, it does - thousands of them. So I will try to provide you with a basic primer. This should be a good starting point as well as serve as a handy reminder. Actually, if you master the following techniques and continue to apply them in your everyday work, you can become a master salesperson.

Before I get into the selling part, I must first address ... you. Go look in the mirror. Are you looking at someone that is ready to tackle the world or is it someone that goes with the flow, takes it as it comes, lets others dictate one’s experience of life? Here’s the first truth …

Great sales people make it happen. They make life happen. They make the sale happen. They inspire others. If this does not sound like you, we need to work on the attitude. We need a new mindset. You can do it. Some of the world’s greatest sales people started out as stuttering wallflowers with self-image problems. They learned. They worked at it. They improved. They made it happen. You can too. And assuming you are not a stuttering wallflower with a self-image problem, you already have a head start. OK, here goes.

The Mindset
1. Create a Burning Desire
Selling is about achieving goals, small , medium size and big ones. Take a look at how you go after your goals. If you are not energetic and passionate, you do not have a burning desire to succeed. This burning desire is an integral component in all successful sales people. Action item: Create a burning desire within yourself to succeed by creating a clear picture of what you want and commit yourself to pursing it until achieved.

“Until one is committed there is hesitancy, the chance to draw back, always ineffectiveness. Concerning all acts of initiative (and creation), there is one elementary truth, the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then Providence moves too." - author unknown

2. Have Faith
If you don’t have any, make it up. Pretend. Actors do it everyday and get paid millions for it. By acting like you have faith, you will eventually have it. Would you want to buy something from someone that didn't believe in their product? If you do not have faith in yourself as one that can achieve, that can sell, then have faith is these principals because if you follow them, you can. Do this now. Repeat this out loud, to yourself: “I will sell (fill in amount) of (fill in what you sell) by (fill in the date). I can and will do this by applying the new selling principals that are now part of me.”

This is your new daily mantra. Write it down and place it on your desk until you have accomplished your goal. Paste it on your forehead if you have to. Believe it can be done and it will be done. What the mind of man (men & women) can believe, it can achieve. It all starts with faith.

(Mantra: "A sacred verbal formula repeated in prayer, meditation, or incantation, such as an invocation of a god, a magic spell, or a syllable or portion of scripture containing mystical potentialities." - dictionary.com)

The Plan
3. Create a Plan to Improve your Techniques
Commit yourself to spending a few minutes a day studying the techniques below and visualize how you are going to apply them to the day ahead. Commit to improving yourself a little each day until the new techniques become habit.

"Whatever you can do, or dream you can, begin it. Boldness has genius, power and magic in it." - Goethe

Research and Preparation
4. Research the Customer
Research everything about your potential customer, their company - the person, their history, management, size, the successes, failures, their partners, and their competitors. What makes the customer tick? What are his/her hot buttons? Do you know any personal history?

Do your homework before the sales campaign begins. Preparation is a major component of successful selling. Store the research in a contact file on your computer in a contact management software program like ACT or something similar.

Make sure you are selling to the person that can make the decision. Much of the buying process occurs when you are not present. If a committee makes the decision, do whatever you can to get yourself in front of that committee. Do not let others do your selling for you. They don't know the product as well as you do, and do not have your passion.

Prepare Thoroughly

5. Determine and Document Your Objectives
What do you want to achieve? Be clear. Think about it and write down your objectives in the contact’s file. Writing down your objectives helps them become real and helps program your subconscious to assist th mindset. You must have specific, clearly defined goals and a written plan to achieve them.

6. Build Credibility and Trust
Before you really pitch the customer and try to close them you must build trust. You must form a relationship. This building of credibility forms the foundation for a long-term relationship, which is what you want from customers. One of the best ways to start this process is by asking them questions. Be their friend. This doesn't mean you have to help them move, or pick them up at the airport. But you want to get to know the person. You are their ally, not a pitchman.

Do not look at this process as a “me against them.” Your mission is to create relationships and turn them into partnerships that are mutually beneficial to you and the customer.

7. Become a Problem Solver by Asking Questions
Learn your client's real needs by asking questions and listening carefully to the answers.

How can you solve their problems and fulfill their needs unless you know what they are? How can you give them what they want unless you know what it is?

Ask :

“What problems with (that which relates to your product or service) have you been having lately?”
“What is it that you are interested in achieving or improving upon (as it relates to your product or service)?”
“Do you have an idea how you would like to accomplish that?”

The better you understand their needs and desires as well as their problems and ideas for solutions, the easier it will be for you to match your product or service to their situation. You are not a salesman; you are a creative problem solver. Hey, you just got a promotion. Congratulations.

8. Know The Client's Agenda
Understand that selling is a process. Pace yourself to ensure that the customer is comfortable with you. Knowing when to move in for the close is an art that comes with experience. Remind yourself to focus on their agenda as opposed to yours, and your customers will buy faster because you will not push them away. This does not mean you shouldn't be persistent. It does mean that people are not interested in the predictable hard sell.

9. Know Your Product
Know you product. Know your service. Know your competitor’s product. Know your industry, the weaknesses of your product and how to sell around them. Click your heels because we can't say it enough: Know our product. Know your product. Know your product.

10. Prepare Your Sales Presentation
Write out the bullet points of your sales presentation. Do this whether it is a phone presentation or in person. This helps clarify your approach.

Identify what makes your product unique. Write down what differentiates your product from everyone else.

Identify the problems your product solves based on your research of the customer’s needs. Write them down.

Identify the benefits of your product and how they will facilitate the customer in achieving their goals. Write them down.

Identify the costs of indecision on behalf of the customer.

Identify the value you can add in addition to the main product.

Identify the main objections that the customer may pose and prepare the answers.

11. Prepare Yourself
Be rested. Be on time. Dress well. Be focused without being wired (that means you triple espresso). Relax; you have done your homework. This is the new you and you are living your adventure. Your customers are part of what lies ahead. Enjoy the ride because you are ready.

During the Presentation

12. Call Them by Name …How often did Nixon call Elvis "The King"?

This sounds fundamental but know their name, know how to pronounce it (and others in the company) and use it frequently. It is magic. When you are not sure if you should call them by their first name, let them know to address you in this way. Use their name several times during your sales presentation. But don't go overboard. Just enough to show they have your full attention - too much can be a distraction.

13. Control the Environment
Be conscious of the setting. Do what you can to eliminate distractions. Keep them focused. Sit on the same side of the boardroom table to encourage group problem solving versus appearing like the opposing or invading force.

14. Open on a Personal Note
Open the sales process on a personal note without being obvious. Set the mood. Try to create a relaxed atmosphere.

15. Verify Their Authority to Make Decisions
Not doing this is a common mistake. Get in the habit of clarifying this early so you do not get caught in the “I have to speak to Bob” trap. Pose the question.

16. Educate the Customer About Indecision
Let the customer know that you know that delaying the decision process will cost the customer time and money and you are here to solve this problem as best you can. Make it his/her idea. Identify the major costs, both hidden and obvious, of delaying the solutions to the problems at hand.

Set the stage for the close without pressure. Bringing the costs of indecision into the open tends to pop the procrastination balloon. And customers do not want to be identified as procrastinators.

17. Be Energetic and Enthusiastic
People like to be inspired. They gravitate to the passionate, those that resonate life, energy and positive attitudes. Lift their spirits and you will win their hearts.

18. Sell with Emotion
Customers are human beings. They make decisions emotionally and back up the decision with logic to support what their hearts tell them is right. One way to do this is to create a visual picture of how they will feel after they own your product. Create the emotional experience for them.

19. Deliver the Sales Presentation
Go for it. Do it now.

The product is unique because...
The product solves the problems of ….
The benefits of your product are …
The value that will be created is …
Then ask a closing question and …

Closing the Presentation
20. Ask the Closing Question and Shut up. This is the Moment of Truth.
Once you ask the closing question, the first one to talk looses. I mean shut your mouth and let that awkward silence hang … and hang. This is the moment of truth and a real pro knows it cold.

No kidding. Ask the question and wait. The customer will do one of two things: Say yes and you move in to confirm, or they will give you an objection to which you are already prepared. You are getting good at this, aren’t you?

Here are some classic closing questions:

The Forced Choice. Which would you prefer, the Gulfstream 3 or the Gulfstream 4 with the new Executive Deluxe interior?

The Order Form Clarification. I am glad we can help you with this, we should have it sent to this address, correct? Or … your last name is spelled XYZ, correct?

Overcome their Objections
21. Answer Their Objections and Close Again
After you pose the closing question and you wait out that silence, you may hear something like: "I have to think about it." "I am not ready to make a commitment because of X or Y." "We cannot afford that right now." "I have to check with my accountant."

Answering objections and moving in for the close will be detailed in future how-to’s but for now we will deal with two of the most common: the "think about it" and the "I have to check with" objections.

Make the Customer laugh.

"I have to think about it"
Answer: "Mr. Smith, I understand that you can no longer afford the costs of delaying a solution to this problem and I think I can help. Just to clarify my thinking, what is it that you want to think about?" Flesh out the real concern he has and answer it. Then pose another closing question.

"I have to check with ______"
If you have followed the techniques as outlined above, you have already verified your customer’s authority to make the decision. He is just stalling you. "Mr. Smith, I understand that you can no longer afford the costs of delaying a solution to this problem and I think I can help. Just to clarify my thinking, what is it that you want to talk to Bob about?" Flesh out the real concern he has and answer it, then pose another closing question.

How?
Here are a couple of tips for your mindset in the objection phase of the process:

Be firm and persistent
But always professional. Success comes to the tenacious. The sale may take multiple calls and multiple closing attempts. Often, salespeople give up too early after hearing the first “no thank you.”

Seven “no’s”
You have not heard a real no until you have heard it seven times in the same closing scenario. Ask why and keeping asking why until you have fleshed out all the customer’s objections, concerns, and fears. This is where the real selling begins. This is what separates the pros from the amateurs. When in doubt keep asking questions. Always maintain professionalism, however. You don't want the customer to be saying "no" as they throw you out the door.

Make the customer laugh
Since part of your mission is to be more than just a salesperson, this one is key. During this phase a very effective technique is to loosen things up so the customer tells you more. The more he tells you, the more ammunition he is giving you to close this sale.

Confirming the Sale
22. Get it in Writing

Once you hear those sacred words out of the customer’s mouth, put it to paper.

23. Look for Fear or Buyer’s Remorse
It is the bottom of the ninth and you have a lead. Do not blow it. Look for fear and doubt and make the customer feel comfortable with their decision. Reinforce that they are in good hands. Turn on the customer service big time. Alleviate fear and you will get the deal closed. Assume nothing.

24. Don’t Stop Selling
Many sales people make the mistake of thinking that the sales process is over once the deal is closed. Continue selling with follow up calls to reconfirm the sale and set up repeat sales. You are a relationship builder and problem solver. Also, if there are second thoughts on the part of the customer, you can detect them early, get them handled and complete the sale.

Get Customers to Buy Again and Again
You have invested both time and money in your customer. Make it pay off big by obtaining their business on an ongoing basis.

25. Keep Your Promises
If you say you will do something, do it. It is that simple. No one wants unreliable relationships.

26. Be Their Friend
The customer has choices and remembers they make emotional decisions. If they like you and enjoy being around you, the relationship builds and so will your sales.

27. Follow Up on Customer Service
If you have other departments interacting with the customer, make sure they are providing top customer service or it will undermine your efforts in a New York minute.

The Last Word
The last word is not a word…

Smile.

When you are in the presence of your customer, smile. It is worth a thousand hellos and thank you’s.

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Tags: sales selling